Mac's Convenience Stores.              

Twenty-four-seven, three-sixty-five.               
Our kind of client.              

Couche-Tard (the parent company of Mac's) is the third largest convenience store chain in North America and number one in the category in Canada. Often, initiatives that originate in the west are adopted by other regions, and, on occasion, become national programs. Our involvement with Mac's has been one of constant evolution, from supplier, to consultant to key business partner. (And yes, we've worked a few graveyard shifts over the years). Priceless experience that has enabled us to take the lead on many of this brand's most innovative marketing efforts.

A convenient truth. The case.

As competition heated up in the category, especially from non-traditional competitors like grocery stores, it became clear that Mac's had to boldy distinguish itself. Absolutely everything - from merchandising strategies and product promotion to the way the brand spoke and behaved, was on the table.

Here, when they needed us. The approach.              

The brand promise was simple, elegant, and undeniably 'Mac's'. "Here, when you need us." embodied everything the brand stood for - while establishing exactly what it is Mac's offers; a convenient solution to almost any of life's little inconveniences.              

The resulting campaign suggested those very real (often uncomfortable) moments we all know too well, and how what's in store at your local Mac's can help deal with them. The Spartan, unblinking approach offered endless possibilities for delivering clear, targeted and memorable messages, regardless of the medium.              

2006 saw the campaign expand to include television, radio, out-of-home and print right across western Canada.              

Better chemistry. Better positive reactions. How convenient for us.